The Infamous “Like” Feature: A Neuro Perspective

With the recent rise of excessive use of social media and its damaging effects, there is an urgent need to systematically recognize how users behave towards the “Like” button, which has been considered the most toxic feature on social media. To date, scholars know little about the neurophysiological responses of users towards the ‘Like’ feature despite its pervasiveness. Thus, through the lens of cybernetic theory, this research measured user behavior towards the “Like” feature by experimenting with two neuro tools (i.e., electrocardiogram (EKG/ECG) and electroencephalography (EEG)). Sixteen participants, allocated within three separate groups, completed a simple experimental task of ‘’liking’’ content. Unexpectedly, the findings revealed that participants who frequently and infrequently received “Likes” shared similar biometrics (i.e., high neurophysiological activities). Furthermore, this research raised concerns over the underlying AI algorithms related to recommendation engines/systems.